기업의 ESG 활동에 대한 메시지 구체성과 메시지 신뢰성, 그리고 ESG 적합성이 소비자 신뢰와 구매의도에 미치는 영향: 회의주의의 조절 효과를 중심으로 = The Effect of Message Concreteness, Message Credibility, and ESG Fit about Corporate ESG Activities on Consumer Trust and Purchase Intention: Focused on the Moderating Effect of Skepticism

국문 초록 (Abstract)

기업의 ESG 활동에 대한 사회적 요구 수준이 높아지고 있는 상황에서, 본 연구는 소비자에게 지각되는 기업의 ESG 활동에 대한 메시지 구체성과 메시지 신뢰성, 그리고 적합성이 소비자의 신뢰와 구매의도에 어떤 영향을 미치는가를 알아보고자 하였다. 또한 ESG 활동을 하는 기업의 진정성이 의심될 수 있는 상황에서 본 연구는 소비자의 회의주의가 기업에 대한 태도와 행동의도에 부정적인 영향을 미칠 가능성을 제기하여, ESG 경영을 시행하고 있는 기업들에게 회의주의 관리에 대한 중요성을 강조하고자 하였다. 이를 위해 PLS 구조모형을 통해 연구가설들이 분석되었다. 분석 결과, 기업의 ESG 활동에 대한 메시지 구체성과 메시지 신뢰성, ESG 적합성은 신뢰에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 신뢰는 구매의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과는 기업이 ESG 활동이 진정성 있게 소비자들에게 전달하기 위해서는 보다 구체적이고 투명한 메시지를 제시하여 기업과 소비자 간의 심리적 거리를 줄일 필요가 있다는 것을 시사해준다. 또한 기업은 사업유형과 ESG 활동이 적합하여 잘 연상되도록 하여 소비자 신뢰와 구매의도를 높이도록 해야 한다. 반면, 조절변수인 회의주의는 부(-)의 유의한 영향을 미치는 것으로 나타나 신뢰와 구매의도 사이의 긍정적인 영향력을 약화시키는 것으로 나타났다. 이러한 결과는 기업이 성공적인 ESG 활동을 하더라도 기업에 대한 소비자의 불신이 높다면 행동의도가 약화되어 장기적으로 기업의 목표에 부정적 영향을 줄 것이라고 해석될 수 있다. 분석 결과를 바탕으로 이론적과 실무적 시사점이 제언되었다.

참고문헌 (Reference)

• 1 조미옥 ; 유연우 ; 김은정, "외식기업의 정보원천이 신뢰, 구전의도, 그리고 온라인 구전의도에 미치는 영향" 한국프랜차이즈경영학회 13 (13): 1-15, 2022
• 2 양영순 ; 이희찬, "온라인 여행후기 내용특성이 메시지 신뢰에 미치는 영향" 한국호텔외식관광경영학회 23 (23): 25-45, 2014
• 3 임현빈 ; 김진영 ; 신동우, "소비자 마음가짐과 메시지 구체성의 일치성이 광고메시지의 효과성에 미치는 영향" 한국소비자학회 25 (25): 143-165, 2014
• 4 이우용 ; 이민훈, "브랜드확장의 지각된 적합성이 확장제품 광고유형에 따른 소비자 태도에 미치는 영향에 관한 연구" 한국마케팅학회 17 (17): 93-122, 2002
• 5 카자코바 알리사 ; 김수정 ; 김인신, "무엇이 카지노 CSR 회의주의를 유발하는가? 카지노 CSR 활동과 기업 모순성의 역할" 한국호텔관광학회 24 (24): 47-60, 2022
• 6 이지은 ; 전학진 ; 유동호, "기업태도가 소비자의 기업루머 신뢰에 미치는 영향 - 루머유형, 메시지 강도와 반박 전략을 중심으로 -" 한국마케팅학회 30 (30): 27-52, 2015
• 7 박은아 ; 김은정 ; 전수경 ; 이용기, "공연예술 관객체험가치가 액션플로우, 공연만족, 그리고 공연주최사 충성도에 미치는 영향" 한국문화산업학회 16 (16): 133-145, 2016
• 8 Fetchenhauer, D., "Why So Cynical? Asymmetric Feedback Underlies Misguided Skepticism Regarding the Trustworthiness of Others" 21 (21): 189-193, 2010
• 9 Hair, J. F., "When To Use and How To Report The Results of PLS-SEM" 31 (31): 2-24, 2019
• 10 Foreh, M. R., "When Is Honesty the Best Policy? The Effect Of Stated Company Intent On Consumer Skepticism" 13 (13): 349-356, 2003
• 11 Skarmeas, D., "When Consumers Doubt, Watch Out! The Role of CSR Skepticism" 66 (66): 1831-1838, 2013
• 12 King, W. R., "Understanding The Role and Methods of Meta-Analysis in IS Research" 16 (16): 32-, 2005
• 13 Spence, M., "Uncertainty in Economics" Academic Press 1978
• 14 Cheung, C, "Trust in Internet Shopping: A Proposed Model and Measurement Instrument" 406-, 2000
• 15 Lewicki, R. J., "Trust and Distrust: New Relationships and Realities" 23 (23): 438-458, 1998
• 16 Spence, A. M., "Time and Communication in Economic and Social Interaction" 87 (87): 651-660, 1973
• 17 Thibaut, J. W., "The Social Psychology of Groups" Routledge 1959
• 18 Liberman, N., "The Psychology of Transcending the Here and Now" 322 (322): 1201-1205, 2008
• 19 Pornpitakpan, C., "The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence" 34 (34): 243-281, 2004
• 20 Sternthal, B., "The Persuasive Effect of Source Credibility: Tests of Cognitive Response" 4 (4): 252-260, 1978
• 21 Chin, W. W., "The Partial Least Squares Approach to Structural Equation Modeling" 295 (295): 295-336, 1998
• 22 Peracchio, Laura A., "The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation" 23 (23): 177-192, 1996
• 23 Becker-Olsen, K. L., "The Impact of Perceived Corporate Social Responsibility on Consumer Behavior" 59 (59): 46-53, 2006
• 24 Lee, Y. -K., "The Impact Of A Mega Event on Visitors’ Attitude Toward Hosting Destination: Using Trust Transfer Theory" 31 (31): 507-521, 2014
• 25 McDowall, S., "The Festival In My Hometown: The Relationships Among Performance Quality, Satisfaction, and Behavioral Intentions" 12 (12): 269-288, 2011
• 26 Samu, S., "The Effect of Fit and Dominance in Cause Marketing Communications" 62 (62): 432-440, 2009
• 27 Lichtenstein, D. R., "The Effect of Corporate Social Responsibility on Customer Donations To Corporate-Supported Nonprofits" 68 (68): 16-32, 2004
• 28 Stiglitz, J. E., "The Contributions of The Economics of Information To Twentieth Century Economics" 115 (115): 1441-1478, 2000
• 29 Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994
• 30 Mizerski, R. W., "The Attribution Process in Consumer Decision Making" 6 (6): 123-140, 1979
• 31 Fornell, C., "Structural Equation Models With Unobservable Variables And Measurement Error: Algebra and Statistics" Sage Publications 1981
• 32 Sanders, W. G., "Sorting Things Out: Valuation of New Firms in Uncertain Markets" 25 (25): 167-186, 2004
• 33 Elving, W. J., "Skepticism and Corporate Social Responsibility Communications: The Influence of Fit and Reputation" 19 (19): 277-292, 2013
• 34 Escalas, J. E., "Self-Construal, Reference Groups, and Brand Meaning" 32 (32): 378-389, 2005
• 35 Ham, S., "Role of Perceived Fit With Hotels’ Green Practices in The Formation of Customer Loyalty: Impact of Environmental Concerns" 18 (18): 731-748, 2013
• 36 Miller, C. H., "Psychological Reactance and Promotional Health Messages: The Effects of Controlling Language, Lexical Concreteness, and The Restoration of Freedom" 33 (33): 219-240, 2007
• 37 Hair Jr, J. F., "PLS-SEM or CB-SEM: Updated Guidelines On Which Method To Use" 1 (1): 107-123, 2017
• 38 Connors, S., "Overcoming the ‘Window Dressing’Effect: Mitigating the Negative Effects of Inherent Skepticism Towards Corporate Social Responsibility" 145 (145): 599-621, 2017
• 39 Hair, J. F., "Multivariate Data Analysis: A Global Perspective" Pearson Prentice Hall Publishing 2010
• 40 Holmström, B., "Moral Hazard and Observability" 10 (10): 74-91, 1979
• 41 Mena, P., "Misinformation on Instagram: The Impact of Trusted Endorsements on Message Credibility" 6 (6): 2020
• 42 Paivio, A., "Mental Imagery In Associative Learning and Memory" 76 (76): 241-, 1969
• 43 Rawlins, B. R., "Measuring The Relationship Between Organizational Transparency and Employee Trust" 2 (2): 1-21, 2008
• 44 Appelman, A., "Measuring Message Credibility: Construction and Validation of An Exclusive Scale" 93 (93): 59-79, 2016
• 45 Borkowski, J. G., "Meaningfulness and Abstractness in Short-Term Memory" 76 (76): 57-61, 1968
• 46 Du, S., "Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication" 12 (12): 8-19, 2010
• 47 Bagozzi, R. P., "Marketing As Exchange" 39 (39): 32-39, 1975
• 48 Yoo, K. -H., "Information and Communication Technologies in Tourism 2009" Springer Verlag 2009
• 49 Schurr, P. H., "Influences on Exchange Processes: Buyers' Preconceptions of A Seller'S Trustworthiness and Bargaining Toughness" 11 (11): 939-953, 1985
• 50 Afridi, S. A., "Impact of Corporate Social Responsibility Attributions on Employee's Extra‐role Behaviors: Moderating Role of Ethical Corporate Identity and Interpersonal Trust" 29 (29): 1021-1033, 2020
• 51 Van der Veur, B. W., "Imagery Rating of 1,000 Frequently Used Words" 67 (67): 44-56, 1975
• 52 Moreno, F., "How To Alleviate Consumer Skepticism Concerning Corporate Responsibility: The Role of Content and Delivery in CSR communications" 27 (27): 2477-2490, 2020
• 53 Trope, Y., "Handbook of Theories of Social Psychology" Sage Publications 2012
• 54 Sarstedt, M., "Handbook of Market Research" Springer 2021
• 55 Moorman, C., "Factors Affecting Trust in Market Research Relationships" 57 (57): 81-101, 1993
• 56 Haley, E., "Exploring the Construct of Organization As Source: Consumers' Understandings Of Organizational Sponsorship of Advocacy Advertising" 25 (25): 19-35, 1996
• 57 Burns, C., "Explicit and Implicit Trust Within Safety Culture" 26 (26): 1139-1150, 2006
• 58 Romani, S., "Explaining Consumer Reactions To Corporate Social Responsibility: The Role of Gratitude and Altruistic Values" 114 (114): 193-206, 2013
• 59 Herr, P. M., "Effects of Word-Of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagn osticity Perspective" 17 (17): 454-462, 1991
• 60 Bhattacharya, C. B., "Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives" 47 (47): 9-24, 2004
• 61 Zhou, Z., "Does Severity Matter?: An Investigation of Crisis Severity From Defensive Attribution Theory Perspective" 44 (44): 610-618, 2018
• 62 Sen, S., "Does Doing Good Always Lead To Doing Better? Consumer Reactions To Corporate Social Responsibility" 38 (38): 225-243, 2001
• 63 Ganesan, S., "Dimensions and Levels of Trust: Implications for Commitment to A Relationship" 8 (8): 439-448, 1997
• 64 Xiao, A., "Designing Social Media Fundraising Messages: An Experimental Approach To Understanding How Message Concreteness And Framing Influence Donation Intentions" 51 (51): 832-856, 2022
• 65 Wang, J., "Deep Learning For Sensor-Based Activity Recognition: A Survey" 119 : 3-11, 2019
• 66 Walsh, G., "Customer-Based Corporate Reputation of A Service Firm: Scale Development and Validation" 35 (35): 127-143, 2007
• 67 McWilliams, A., "Creating and Capturing Value: Strategic Corporate Social Responsibility, Resource-Based Theory, and Sustainable Competitive Advantage" 37 (37): 1480-1495, 2011
• 68 Wagner, T., "Corporate hypocrisy: Overcoming The Threat of Inconsistent Corporate Social Responsibility Perceptions" 73 (73): 77-91, 2009
• 69 Trope, Y., "Construal-Level Theory of Psychological Distance" 117 (117): 440-463, 2010
• 70 Rifon, N. J., "Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive" 33 (33): 30-42, 2004
• 71 Begg, I., "Concreteness and Imagery in Sentence Meaning" 8 (8): 821-827, 1969
• 72 Bartels, J., "Communicating the Fair Trade Message: The Roles of Reputation and Fit" 39 (39): 523-547, 2020
• 73 Oghazi, P., "Circular Business Model Challenges and Lessons Learned—An Industrial Perspective" 10 (10): 739-, 2018
• 74 Varadarajan, P. R., "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy" 52 (52): 58-74, 1988
• 75 Grau, S. L., "Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues On The Less-Involved Consumer" 36 (36): 19-33, 2007
• 76 Choi, W. J., "Can Brands Move in From the Outside? How Moral Identity Enhances Out-Group Brand Attitudes" 77 (77): 96-111, 2013
• 77 Ellen, P. S., "Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs" 34 (34): 147-157, 2006
• 78 Tong, X., "Brand Personality And Its Impact on Brand Trust and Brand Commitment: An Empirical Study of Luxury Fashion Brands" 11 (11): 196-209, 2018
• 79 MacKenzie, S. B., "An Empirical Examination of The Structural Antecedents of Attitude Toward The Ad in An Advertising Pretesting Context" 53 (53): 48-65, 1989
• 80 Cohen, Joel B., "Alternative Models of Categorization: Toward A Contingent Processing Framework" 13 (13): 455-472, 1987
• 81 McAllister, D. J., "Affect-and Cognition-Based Trust As Foundations for Interpersonal Cooperation in Organizations" 38 (38): 24-59, 1995
• 82 Hair Jr, J. F., "Advanced Issues in Partial Least Squares Structural Equation Modeling" Sage Publications 2017
• 83 Webb, D. J., "A Typology of Consumer Responses To Cause-Related Marketing: From Skeptics To Socially Concerned" 17 (17): 226-238, 1998
• 84 Falk, R. F., "A Primer for Soft Modeling" University of Akron Press 1992
• 85 Babin, L. A., "A Framework Providing Direction for Research on Communications Effects of Mental Imagery-Evoking Advertising Strategies" 19 : 621-628, 1992
• 86 Ajzen, I., "A Bayesian Analysis of Attribution Processes" 82 (82): 261-277, 1975